Based on the survey results,
it can be seen that Singaporeans do have a positive attitude towards water
conservation. However, they might not act in accordance to the attitude. Thus,
there is a need to ensure such water-conserving behavior exists within Singaporeans.
The three types of
individual behavior that assist in water conservation are curtailment behavior,
behavioral choice and technology choice (Clayton & Meyers, 2009). Curtailment
behaviors involve personal sacrifices. For instance, reducing water usage. Behavioral
choices are behaviors that have a lesser impact on the environment. One such
example is watering plants using rainwater as compared to using tap water. Technology
choices are the selection of technology innovation that benefits the
environment. An example will be to purchase a dual flush toilet. Various factors
can have an effect on the behaviors.
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| Water Conservation Practices |
The survey results shows
that majority of the respondents practiced curtailment behaviors; a high
percentage of respondents indicated that they ensure taps do not drip, they used
minimal water for cleaning and they only used the washing machine when it is
full. The second type of behavior that was widely practiced by respondents was
technology choice behavior. Respondents indicated that they had equipped their
homes with water saving technology such as dual flush toilet and efficient
showerheads.
However, a small percentage
of respondents showcased behavioral choices such as collecting water when it
rains, and using collected water for a separate usage. Theory of planned
behavior indicated that if individual perceived the ease of performing the behavior
to be difficult, they might not persist in the behavior (Ajzen, 1991). This
might be a reason on why behavioral choice was not widely practiced.
Factors such as
reinforcement contingency and feedback may have encouraged both curtailment and
technology choice behaviors in Singapore. In reinforcement contingency,
behaviors that are rewarded are more likely to be repeated as compared to
behaviors that are being punished. By equipping oneself with water saving
technologies and minimizing the usage of water, individuals are able to reduce
their water expenses. The amount of money saved act as a reward to them. Thus,
this reinforces their behavior. Feedback is given to all Singaporeans through
their water bills. This allows individual to monitor and lowers their water
usage (Van Vugt, 2001).
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| Feedback located at Water Bill |
Knowledge is a key factor in
sustainable behavior. The survey results showcased that respondents understand
the importance of water conservation. PUB has implemented various educational
programmes to the public as well as educational institutions. Such programme
should be encouraged to further equip individuals on the importance of water
conservation. By equipping individuals with the required knowledge, they can
act upon it. Knowledge is a key predictor of environmental behavior (Hines et
al, 1987)
Initiatives that should be
applauded are the active, beautiful and clean waters programme as well as
introducing water sport activities at selected reservoirs. Having these
programmes enhances affiliation between nature and the individual. Having affiliation
with nature creates environmental identity. Study conducted by Kals et al
(1999) showcased that emotional affinity toward nature predicted
environmentally protective behavior and behavioral intentions. Thus, this might
further encourage individuals to adopt the three types of sustainable behavior.
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| Water Sport Activities |
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| Active, Beautiful & Clean Waters Programme |
Sustainable
behavior can be further encouraged through prompts and social norms. Study
conducted by PUB indicated that majority of water was used for toilet flushing
and washing. Thus, prompt should be placed to remind people to save water.
Since the respondents have a positive attitude towards water conservation, a
reminder may be all they need. However, it is important to ensure that the
reminder is not perceived as rude or demanding. If it is seen as such, it will
often lead to backlash. This is because they see the reminder as a way to
control their behavior.
Another alternative that
could be implemented is through social norms. Normative information can be
obtained through observation and descriptive information. A study by Nolan et
al (2008) indicated that social norms affect individual’s behavior. The study
showcased that a message describing the actual use of each homeowner had an
effect in reduction of energy use in each home. PUB can implement this
initiative. A message could be added in Singaporean’s bill, to inform them of
the actual use of other residents.
Lastly,
PUB should tap on more social platform and media resources such as facebook, radio
and newspaper to increase the awareness level among the public users.
Singapore
has come a long way in water conservation. And the struggle to ensure sufficient
water management has made an impact towards Singaporeans, resulting in positive
attitude on water conservation. In recent years, Singapore has achieved a
stable source of water. And this stability may have instilled a sense of
complacency in Singaporeans. Singaporeans need to constantly be reminded that
there might be a possibility of water scarcity if water conservation behavior
does not take place.
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| Keeping Singapore Clean |
